consumer behaviuor cosmetics

1. Consumer Behavior
In Cosmetic Industry
Presented By-
Akshay Gaikwad (20165003)
Aquesha Tirmizi (20165005)
Puja Tripathi (20165028)
Radhika Sarda (20165029)

2. Cosmetic Industry
• The Indian Cosmetics Industry is defined as skin care, hair care, color
cosmetics, fragrances and oral care.
• India Cosmetic industry is valued at $950 Million.
• Growth Rate – 15-20% p. a.
• The Indian Cosmetic market which traditionally a stronghold of a few
major Indian players like Lakme, and Ponds has seen a lot of foreign
entrants to the market within the last decade.
• India is a very price sensitive market and the cosmetics and personal
care product companies, especially the new entrants have had to work
out new innovative strategies to suit Indian preferences and budgets to
establish a hold on the market and establish a niche market for them.

3. The need for cosmetics is generally seen as
the self esteem need, where Indian women
perceive beauty not just in terms of face, but
also in terms of a fit body, confident attitude,
and impressive personality.
Thus, brands try to cater to this specific need
with taglines like
L’Oreal: Because I’m worth it.
Maybelline: May be she’s born with it.
May be it’s Maybelline
Lakme: On top of the world.
Cosmetic Products Positioning

4. Maybelline New York India
• The make up requirements of a young teenage girl differs
from that of a woman.
• Trendy, innovative products infused with young girls energy –
16 to 25years.
• Brand Ambassador – Alia Bhatt, to represent young, bubbly,
and lively spirit of the brand.
• Heavy Social Media Marketing and crowd sourcing.
..

5. Skin Whitening Trends in India:
Opportunities Arising From Changing Perceptions of Fairness Among Consumers
• Fair and lovely instituted a huge campaign with a series
of ads that were cantered around “the fairer girl gets
the guy” theme.
• One commercial featured a father struggling financially
saying “if only I had a son,” while his dark skinned
daughter looks on helplessly and demoralized because
she cannot help in supporting her family. The ad then
cuts to a clip of the woman after using Fair & Lovely- –
now dressed in a mini-skirt working as a flight attendant
and taking her father to a 5-star restaurant.

6. Criticism
The All India Women’s Democratic Association (AIDWA) filed a complaint
about the offensive ads.
• the ads were racist against dark-skinned women,
• they were promoting a son preference by parents
• they were insulting to working Indian women
The Ministry of Information ruled that the campaign violated the Cable
and Television Network Act of 1995 ..

8. Solution
HLL launched a new charitable cause called the Fair & Lovely
Foundation, which vowed to “encourage economic empowerment
of women across India.”
• HLL sponsored career fairs in over 20 cities across India
• Counseling in over 110 careers
• Supported 100 rural scholarships for women students
• Created a professional course for aspiring beauticians
• Created a three-month Home Healthcare Nursing Assistant
course open to women from ages 18-30 years
• Honoring women across India that have achieved greatness
and set good examples for others to follow

9. Consumer Behaviour
Consumer behaviour Lakme
Woman empowerment , increase in
number of working woman .
Lakme 9 to 5 range. Long-lasting and
less shimmering products
- Makeup jo na lage madeup
Using makeup for restricted occasions,
perceived makeup (foundation) to be skim
harming product .
Lakme complexion care, blend of
foundation and beauty benefit cream.
-Meet your everyday skin stylist
Trend for selfies with pout amongst girls Lakme absolute lip pout,
-Unravel the 90s kid in you with a
beautiful pop of lip pout
Concern of getting tanned while going out Lakme sun expert
- Suraj bane chand tum bano chandani
Unnatural look Lakme absolute face stylist
- Like your second skin

10. The Way Beauty Is Bought Now

11. Sephorization
• Consumers want to try before they buy.
• In store sales girls exerts an influence over the purchase.
• Trial stations are playground for consumers to decide for themselves what’s
worthy of a credit – card swipe after trying the product.
..

12. Specific variety for a specific need
• The budding belief of consumers that a single brand is not the answer to all
their problems.
• Multiple varieties of a product to satisfy the multicultural needs.
• Constant pressure to be on toes with complete soundness in every product
line being offered.

13. Consumer purchase Decision
• Influence of word of mouth in
decision making.
• DIY research - beauty blogs and
YouTube.
• Buyers cannot be fooled by biased
advice of the sales person.
• Brands like Cover Girl, Mac, and
Lakme tried to influence with the
help of mobile application and
social media presence.